Interior view of the Solomon R. Gugenheim Museum. Photo credit: Jim M. Goldstein
ARA is currently conducting a study for the Guggenheim Museum to better understand the needs and interests of its members. Conducted online, by telephone, in person and by mail, the research project will explore visitors’ reasons for joining and renewing, how they value current and potential benefits, their use of all types of media (from print and online to social networking), and satisfaction with their experience as members. It will also include a demographic profile. A parallel survey of former members will explore their experience while members. The quantitative survey was preceded by qualitative research that included focus groups with members and non-member visitors.